brand strategy

Tyson Pecks Away at C-Store Space to Sell Higher-Margin Processed Chicken

Posted by Dale Buss on November 1, 2013 05:12 PM

Tyson and 7-Eleven are breaking a wishbone on the hope that they can create a new paradigm for prepared-chicken sales: putting Buffalo chicken bites and other treats near the cash registers in convenience stores.

The long slump in supermarket spending has been tough on Tyson's chicken as on many other brands, so the $33 billion, Arkansas-based poultry giant is looking for some greener pastures for selling its birds, especially in higher-margin ready-to-eat forms.

Meanwhile, c-store chains and oil companies that offer food at their gas stations are looking for ways to diversify their offerings. 7-Eleven, for example, looks like it's finally getting serious about offering better-for-you foods and beverages at many of its stores alongside energy drinks, sugary sodas, salt-and-fat-laced snacks, and calorie-laden candy bars.Continue reading...

corporate citizenship

Nestle, Unilever Improve Corporate Citizenship, but Food's 'Big 10' Rank Poorly Overall

Posted by Sheila Shayon on September 18, 2013 04:57 PM

Thirty-one major investment funds, representing close to 1.5 trillion dollars, have called on food industry leaders to improve their supply chain policies and transparency.

Sponsored by Calvert Investments and signed by investors including F&C Asset Management, BNP Paribas Investment Partners and Aviva Investors, the funds commit to work with their companies to pursue changes and support Oxfam’s Behind the Brands initiative.

The push to improve such policies comes on the heels of an update to Oxfam's Behind the Brands scorecard, which, depsite several improvements by segment leaders Nestle and Unilever, still leaves much room for advancements in sustainability and corporate responsibility. “The data show there is a broad and urgent need for significant improvement across the sector," the organization said in a press release.Continue reading...

brand makeovers

Kool-Aid Slated for Brand Update

Posted by Mark J. Miller on April 15, 2013 01:31 PM

The Kool-Aid Man used to crash through walls, wave his little stubby arms around and serve up a deep “Oh, Yeah!” whenever someone else stopped everything they were doing and yelled, “Hey, Kool-Aid!”

While Kool-Aid’s owners, Kraft Foods, still wants consumers saying “Oh, Yeah!” after sipping the fruity beverage, they are taking the brand through a modern update. After all, the brand took a 5 percent hit in revenue last year, falling to $338 million, according to the Clarion Ledger. It seems like the powdered drink mix, which has been around since 1927, is ready for a little change.Continue reading...

It's Official: 'Breastaurant' Trademarked by Texas Sports Bar

Posted by Mark J. Miller on April 12, 2013 03:15 PM

Hooters may be the first place consumers think of when the term “breastaurants” comes up, but a Texas eatery is aiming to change that.

Bikinis Sports Bar and Grill, which features big-breasted gals in bikinis and short shorts serving up food, hula hooping, and, wait for it—jumping on a trampoline—has armed itself in the battle of mammary-obsessed food chains. Bikinis has trademarked the term “breastaurants” and God help anybody who tries to use it without their permission. 

Take that, Twin Peaks, Mugs N Jugs, Tilted Kilt and, most specifically, Hooters!Continue reading...

sip on this

Big Chill: Marley's Mellow Mood Seeks to Dominate in Relaxation Drink Sector

Posted by Dale Buss on February 8, 2013 12:20 PM

Since entrepreneurs launched the "relaxation" beverage category several years ago, brands with catchy names like Vacation in a Bottle and Drank have mostly gone nowhere, at least in terms of the volume of sales that some expected. Beverage Digest has called the sector "one of the more conspicuous underperformers," with Americans seemingly less eager to kick back with such brews than they are to power up with energy drinks.

But now one relaxation player, Marley Beverage, believes that it can leverage the visage of reggae icon Bob Marley and an official association with his family to consolidate a huge chunk of the segment — and maybe even re-energize this type of functional beverage overall.

Marley sold two million cases of its ready-to-drink Marley's Mellow Mood sodas and teas last year, and Kevin McClafferty, president of the Southfield, Mich.-based brand, told brandchannel that he expects Marley to double that volume in 2013. In addition to other expansion plans, a new deal to distribute Marley's Mellow Mood in more than 2,000 Walmart stores nationwide will be key to fulfilling that goal.Continue reading...

sip on this

Coca-Cola’s Tumult Targets European Adult Beverage Market

Posted by Sheila Shayon on April 10, 2012 05:45 PM

Coca-Cola is creating "tumult" with the launch of Tumult, an adult fermented non-alcoholic drink to be served with food (great with sushi!) or as an alco-alternative before the food is served, newly redesigned by Taxi Studio, whose creative director, Spencer Buck, explains

We wanted to open it up to a wider audience, and by doing so, make it more accessible and light-hearted. The positioning statements are circling round the fact it brightens up and colours social moments, perhaps as a drink to be enjoyed before dinner as an aperitif.

The design is accompanied by a “sensorial cloud,” according to Casey Sampson, Taxi’s senior designer. “As it’s a fermented non-alcoholic drink it’s basically alive, so we tried to bring that to life with the swirls and swooshes. It’s got a lot of movement to it. We wanted to bring a bit more joy to the packaging and make it less austere. There’s a sense of permanence to give it a more iconic status.”Continue reading...

brand revival

Can Gatorade Re-hydrate Its Image?

Posted by Sheila Shayon on April 13, 2010 12:01 PM

Gatorade, the elder citizen amongst sports drinks, is in search of its mojo.

A campaign launching two new products, G Series and G Series Pro, debuts later this month and is geared primarily to teenagers and specialized athletes. G Series targets the high school athlete, while G Series Pro caters to "business" athletes, personal trainers or elite athletes.

The brand's touted three-part regimen – pre, during, and post-workout – redefines the Gatorade athlete in a much broader terms so it now includes skateboarders, surfers, acrobats and gymnasts - and females. As part of the pre-launch, a mobile locker room has been traveling to high schools promoting the G Series.Continue reading...

best global brands

In Emerging Markets, Coke Is Still "It"

Posted by Abe Sauer on October 21, 2009 11:54 AM

To put the Coca-Cola's "disappointing" quarter into perspective: The brand's net income in the third quarter was $1.9 billion (about 81 cents per share), up from $1.89 billion a year earlier. By volume, its overall sales still climbed 2% (after a 4% rise in the second quarter and a 2% rise in the first).

But is Coke in trouble? Granted, the brand is an icon and will never be gone. But even as sales of carbonated soda drinks (like Coke) rose1% in the quarter, those snazzier drinks the kids like so much, like Vitaminwater, rose 7%.Continue reading...

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