November 15, 2006
Branding: Brand-It-Yourself Food
Two recent blog posts related to food caught my attention and made me think about new trends in food naming.
The first was the post about hexagonal tortilla chips being launched by a company named “Food Should Taste Good, LLC”, which is based in Hartford, CT. The new chips will be marketed under the same name and are sold with the idea that food can be wholesome and taste good - they offer multigrain and jalapeño varieties.
Information Arbitrage has a fascinating post about Whole Foods and the “melding of capitalist objectives (read: making money) with social objectives” and the ins and outs of trying to be socially responsible and making money at the same time.
The Whole Foods brand, one respondent to the blog points out, is sort of like Starbucks brand name: premium and customer focused. It really does make me wonder how the brand names behind health foods should position themselves. Possibly Whole Foods has answered the question: normally, “healthier” means “more expensive” and that means “premium.” I am curious to hear what other have to say about this.
On the other hand, I am seeing another interesting trend. Popular snack foods are investing heavily in the concept of the personalized brand experience. Case in point is the new release of Penny Brown Smackers, a product that you both create and name yourself.
Gizmag alerts us to outdoor grills where you can customize the grills themselves and thus quite literally brand your food with your brand name or logo. At the same time, Omaha Steaks allows us to customize our cuts of meat when ordering.
Do you see the synergies here?
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