Building brands and defending reputations in dynamic categories like premium food and beverage requires a thoughtful strategic approach, creative ideas to reach target audiences effectively and a passion for nourishing consumers. Our team brings experience in meats, seafood, dairy, bakery, produce, snacks, beverages, performance drinks and baby food. Our experts support brands by addressing the following trends:
Developments in meat and dairy are driving consumer conversations and media interest. Brands are battling for attention and trust, with sustainability and humane animal care as key drivers. Sub-categories are developing based on labeling distinctions and functional claims.
With finite agricultural land and a growing world population, seafood – including farmed seafood – has the potential to feed a hungry planet. Controversies over sustainability, over-fishing and merits of farmed versus wild help shape consumer interest and perceptions.
Branded fresh produce, including packaged salad greens, has become an essential meal-prep go-to for time-starved consumers. The category has grown from a handful of dominant first-movers to a wide variety of brands struggling to stand out in the produce aisle.
Experts predict continued exponential growth in the snack category, as lifestyle changes and the need for convenience mean more meals on the go. Baked goods makers face consumer concerns about carbs and rising interest in non-GMO and gluten-free products and alternative grains like quinoa and spelt.
No food product is chosen with more care than those we feed our babies and young children. Today’s parents are savvy about researching and selecting the best products from brands they trust. While working to differentiate on taste, nutrition and safety, baby and toddler food brands are often lightning rods for media attention and research group claims.
Expanded beverage shelf space reflects strong consumer interest and a dizzying array of new choices. Traditional and herbal teas clash with chai, kombucha and mate. Coconut milk, fortified waters, and performance and recovery drinks battle for health-minded consumers. Ready-to-drink coffee continues to perk, fueled by millennial interest and convenience.
Contact Kelly Janhunen or Emma Garten to learn how we can help your food and beverage brand.