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Insight of the Day: How can brands become more than a trending flavor?

Confectionery and snack brands have an exciting opportunity to stay ahead of the curve and become more than just a fleeting trend. Here are some strategies they can employ:

  1. Layered Flavors and Textures: Brands can draw inspiration from other food and beverage categories by offering layered flavors and textures. This approach creates a multi-dimensional taste experience that resonates with consumers. For instance, combining sweet and salty elements or incorporating crunchy and creamy textures can elevate a product beyond a simple flavor profile.

  2. Nostalgic Tastes: Consumers often gravitate toward flavors that evoke nostalgia. Brands can tap into this sentiment by reintroducing classic or retro flavors. Think about childhood favorites like bubblegum, cotton candy, or root beer. By leveraging these nostalgic tastes, brands can create a sense of familiarity and emotional connection.

  3. International Cuisines: Exploring international cuisines provides a wealth of flavor possibilities. Brands can infuse their products with ingredients and flavor profiles from different cultures. Whether it’s a spicy Thai-inspired snack or a Mediterranean-infused confection, global flavors add diversity and intrigue.

  4. Moment Marketing: Brands can actively participate in consumers’ daily conversations by aligning with popular cultural moments. Nestlé’s KitKat, for example, has successfully used moment marketing to introduce new flavors. By engaging consumers through timely and relevant messaging, brands can encourage them to try novel taste experiences.

Remember, it’s not just about being a passing trend; it’s about creating lasting flavor memories that resonate with consumers.

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