Finding more moments of consumption is one of the key levers for growth identified by Brand Footprint. Brands have innovated and stretched into new spaces to grow their appeal.
Understanding the changing needs of people consuming their lunch at the desk, the John West steam pot range was extended to tap into this occasion. Offering rice, pasta or noodles, they were marketed as a protein-rich lunch that could simply be prepared with boiling water. This offered a different and easier way to consume fish.
The concept of biscuits moving into a sharing bag nibble format is not new, but neither does it seem it is a saturated market. McVitie’s in position 3 successfully launched Jaffa cake nibbles in both a sharing bag format and a single one. Kit-Kat grew by 12% and also moved into a new occasion with the launch of Senses boxes to target a more premium sharing moment.
Proving that big doesn’t mean slow, number one food brand Warburtons once again had a very successful launch with their new bagel range which was available from May 2019 and achieved second place in the Kantar FMCG innovation ranking. This along with previous new products such as their sourdough toastie loaf opens the brand up to new occasions such as brunch. The bagels were trialled by 12% of the population in the first seven months after launch reaching an impressive 3.3 million households. While sandwiches are in decline as people experiment with new baked formats, innovating beyond the standard sliced loaf is how Warburtons continues to grow every year.
