Monthly Archives: December 2011

Good fats, bad fats. Food marketers can influence consumer perceptions.

Remember good carbs, bad carbs? It was not so long ago that all carbohydrates were to be shunned in pursuit of a healthy diet. Then, thanks to food industry and dietary professionals, the word spread that some types of carbs are actually an important part of a healthy diet and everyone moved on.

Well, fats and oils are now at that turning point.  A new trend report from the Center for Culinary Development and Packaged Facts, a market research firm, confirms that consumer perceptions are evolving.  There is a lot more public discussion of good fats, bad fats, and consumers are more accepting of the notion that a balanced diet should include the good fats.  The take away for food producers and marketers of products that include healthy, good-for-you fats?  Investing in advertising, promotional campaigns, and informative packaging design can accelerate the learning curve for consumers.

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Never underestimate the power of packaging.

Coca-Cola found out just how iconic its packaging really is when consumers complained about being confused by regular variety Coke holiday packaging. In an effort to support the World Wildlife Fund to celebrate polar bears, the company introduced new white cans for its regular Coke variety for the holidays. The problem? To consumers this holiday promotional packaging design looks very much like Diet Coke’s silver packaging and many consumers bought the wrong product. Other consumers were perplexed because they couldn’t find the Regular Coke red cans.

Consumers really do use packaging design as an in-store reference in grabbing the products they want to buy. Comments from Coke loyalists flew fast and furious all last week, which should give food and beverage marketers pause. Packaging really is one of the most potent tools for branding and marketing food and beverage products.

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